branding as a growth accelerator

UNDERSTANDING WHAT MAKES PEOPLE TICK

ANN RIMMER @annatclock @clockcreates #thinkgrowth

BRANDING AS A GROWTH ACCELERATOR

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

Where you are now

Where you want to be

Mid-tier player. Margins being squeezed.

Saturated market.

Difficult to differentiate.

Positioned on high-end manufacture and top-level service.

Uncompromising on best practice.Added-value consultancy services.

Positioned away from the major players.Above small, low-end competitors.

GROWTH VISION

Small business, doing things well, want to be better and

bigger

Top 5 in our sector!Bigger, better, challenger to industry

leaders!!

UNDERSTANDING WHAT MAKES PEOPLE TICK

ANN RIMMER @annatclock @clockcreates #thinkgrowth

Without branding your business is a commodity

BRANDING AS A GROWTH ACCELERATOR

PHILIP KOTLER

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

If I’m going to sing like somebody else, I don’t need to sing at all. BILLIE HOLIDAY

UNDERSTANDING WHAT MAKES PEOPLE TICK

DIFFERENTIATE OR DIE

DIFFERENTIATION

UNDERSTANDING WHAT MAKES PEOPLE TICK

DIFFERENTIATION

UNDERSTANDING WHAT MAKES PEOPLE TICK

DIFFERENTIATION

UNDERSTANDING WHAT MAKES PEOPLE TICK

DIFFERENTIATION

UNDERSTANDING WHAT MAKES PEOPLE TICK

DIFFERENTIATION

£281m business

EBITDA £23M

UNDERSTANDING WHAT MAKES PEOPLE TICK

BRAND PROMISEDIFFERENTIATION

An ultra-reliable operator with smart and disciplined drivers

1960’s Courteous Drivers High quality fleet & service levels

Exemplorary employment & environmental practices 2000’s

UNDERSTANDING WHAT MAKES PEOPLE TICK

DIFFERENTIATION

UNDERSTANDING WHAT MAKES PEOPLE TICK

BRAND PROMISEDIFFERENTIATION

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

What differentiates you?

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

FOCUS ON THE WHY

WHY

HOWWHAT

> Brands have values at the heart of them. Focus on the why.

> You have to put the building blocks in place upon which you build your brand

> Everyone in the organisation needs to understand their role in delivering the brand experience

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

PositioningEssence

Values

Benefit Truths

Promise

Personality

Key insight

Audience Market

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

PositioningEssence

Values

Benefit Truths

Promise

Personality

Key insight

Audience Market

How can you define the business?

What’s your core purpose?

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

PositioningEssence

joy for the belly and soul

Values Activism

Fun loving (“if it ain’t fun, why do it?”) Genuineness

Benefit Visible overload of natural

ingredients, Funky, scrummy flavours, Values led

Truths Multi-sensorial, in-mouth

Entertainment, Feel you are doing Good, Let down your hair

Promise Fantastic, funky food from a genuinely caring and

fun-loving company I’m proud to help

Personality Quirky and offbeat Irreverent / Caring

Key insight When I indulge myself I often end up feeling guilty...it would be great to feel good

and do good at the same time

Audience Young, urban professionals who look for

entertaining, indulgent products but who also have a conscience

Market Indulgent, premium, cool treats that stimulate the taste buds and provide

moments of real pleasure

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

PositioningJoy for the belly and soul

Essence joy for

the belly and soul

Values Activism

Fun loving (“if it ain’t fun, why do it?”) Genuineness

Benefit Visible overload of natural

ingredients, Funky, scrummy flavours, Values led

Truths Multi-sensorial, in-mouth

Entertainment, Feel you are doing Good, Let down your hair

Promise Fantastic, funky food from a genuinely caring and

fun-loving company I’m proud to help

Personality Quirky and offbeat Irreverent / Caring

Key insight When I indulge myself I often end up feeling guilty...it would be great to feel good

and do good at the same time

Audience Young, urban professionals who look for

entertaining, indulgent products but who also have a conscience

Market Indulgent, premium, cool treats that stimulate the taste buds and provide

moments of real pleasure

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

Positioning

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

Positioning

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

PositioningHigh performance. Delivered.

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

PositioningHigh performance. Delivered.

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

PositioningHigh performance. Delivered.Authentic athletic performance

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

PositioningHigh performance. Delivered.Authentic athletic performance

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

PositioningHigh performance. Delivered.Authentic athletic performance

Fun Family entertainment

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

PositioningHigh performance. Delivered.Authentic athletic performance

Fun Family entertainment

BRANDING AS A GROWTH ACCELERATOR

UNDERSTANDING WHAT MAKES PEOPLE TICK

PositioningHigh performance. Delivered.Authentic athletic performance

Fun Family entertainment

Worldclass service, personal recognition

UNDERSTANDING WHAT MAKES PEOPLE TICK

Values Promise

Proposition

BRAND STORY

BRANDING AS A GROWTH ACCELERATOR

AO BRAND STORY

UNDERSTANDING WHAT MAKES PEOPLE TICK

SUMMARY

• #2 Know your why What problem are you solving? What are your beliefs? What are your values?

• #3 Be single minded in your positioning Don’t try to be all things to all people

• #1 Know what matters to customers Align your brand promise around this

• Differentiation is critical to build a sustainable business. Catapult your growth and build value.